Ethnography of Communication has been considered a "qualitative" method
by some in the field of communication. However, it is more than just a
methodology. This program of study demonstrates a commitment to learning
about and expressing the various and particular ways people communicate by
closely attending to the ways they use language.

What we do

By engaging community members through participant/ observation,
ethnographers of communication are able to learn about a range of relating
through interaction. This range includes how people come to know one
another, to how they demonstrate group membership, to the norms for
acting, to the significant symbols that demonstrate deeply held beliefs.
Therefore, ethnography of communication should be considered as
contributing to both a theory of communication as well as a methodology
for studying such communicative practices.

Learning Objectives

After participating in this online module, students will gain a basic understanding of the area of
Ethnography of Communication by

Recognizing the components of Dell Hymesí S.P.E.A.K.I.N.G. Model

Using the model to examine a cross-cultural "speaking situation"

Understanding how the S.P.E.A.K.I.N.G. model can be used to learn
about different cultures, prevent misunderstandings, and avoid
conflict.

Reading about how to conduct ethnography of communication
research.

Examining the process of writing a research report.

This online module was designed to help you to learn how to study a
culture or community and then extend this knowledge to cross-cultural
situations by learning some terminology to explain these
differences. In order to be prepared to apply this model to the
S.P.E.A.K.I.N.G. activity, you should move through the sections of the
website sequentially.

This project was developed
by Trudy Milburn, Ph.D.
with funding from the
Communication Institute for Online Scholarship as part of the